How to Build on Your Digital Marketing Momentum in 2023
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I’ve been involved in the digital Marketing industry since the AOL days. This was long before Google, and certainly before Snapchat and TikTok existed. I have a lot of insight into the future as I’ve witnessed the landscape change over time. My job for the past 20 years has been to predict where digital advertising is going and to get there before my competition.
As a digital marketing entrepreneur you have to always look ahead. Until 2026, the compound annual growth rate of the online marketing industry is 9%. If you want to be successful in a market that is becoming more saturated every year, you need to think long-term.
Now that 2023 is visible on the horizon, let’s go over the top industry trends that I think you’ve got to be on top of if you want to stand out in tomorrow’s digital marketing space:
GPT-4 and the rise of “smart” chatbots
When Generative Pre-Trained Transformer 3 (GPT-3) was released in 2020 by Silicon Valley-based OpenAI, its capacity to create human-like natural language shocked the world. GPT-3, the most advanced AI language model in the globe, can write convincing poetry, prose, and dialogue with just a simple prompt.
In 2023, we could see the long-awaited GPT-4 released. While AI-based language processing has made great strides in recent years, there are still some issues. GPT-3-powered chatbots still fail the Turing test ,, and many consumers don’t like having their support questions handled by bots. With GPT-4 on its horizon, chatbots will see a quantum leap. Chatbots will soon be able to produce language that is indistinguishable form humans, with all our emotional nuances and subtle interpretations. GPT-4 chatbots could even replace human support agents. Savvy entrepreneurs will keep their eye on new chatbot developments based on GPT-4 and embrace them when the time comes.
In Dale Carnegie’s 1936 classic, How to Win Friends and Influence People, he wrote that a person’s name is to him or her the sweetest and most important sound in any language. He was right. It is a natural human instinct to be addressed by our names. This is a sign of respect and dignity.
This should be reflected in marketing campaigns. Emails and SMS messages that do not include your lead’s name should be avoided. As third-party cookies are being cracked down on in 2022 and likely will continue to be in the future, it’s important to ask for your lead’s name and other identifiable information when they sign up. Cookies are slowly becoming a thing of the past, so collecting personalized user data is something you will have to do increasingly on your own.
More mobile-first visuals
Who doesn’t love stunning visual content, such as infographics, reels and informative videos? Many of us prefer visual content to learn than long, boring text. (No, the irony is not lost on my). I suggest ramping up your visual content production if you want to compete in 2023’s information space, and more generally, in a world with increasingly shorter attention spans — currently at about only 8. 25 seconds.
Optimizing your visual content for mobile devices should be a top priority. Desktop visual production should not be overlooked. These days, the clear majority (nearly 54%) of web traffic comes from mobile devices, and this percentage will increase in 2023. Mobile-friendly visuals should be at the top of your content schedule.
Clips, reels and videos
While we’re on the topic of visuals, we can’t ignore the enormous influence that TikTok, YouTube Shorts and Instagram Reels have had on the industry in recent years. With TikTok nearly doubling its monthly users in 2022 to almost two billion, it’s likely that its influence is only going to continue to climb in the year ahead.
Creating short, vertical video content in the 30-second to 3-minute range is ideal. Although long video content is fine on YouTube, it’s better to make them shorter and mobile-optimized to maximize their viral potential. Your content will be more viral if you make shorter vertical videos.
Up the interactivity
Social media marketing should remain at the center of your marketing strategy in 2023. Our feeds are already overflowing with promoted content. Instead of posting a 4×3 image, try creating interactive content that entices your audience with a question. For example, I recommend using the following Instagram features in your Story content:
“Ask a Question” widgets
There’s something about interacting with a brand that’s much more powerful than simply passively viewing its content. Including interactive Story content in your social media campaigns is a highly effective way to gain engagement and to keep your audience glued to your brand.
Keep the momentum rolling in 2023
As we head into the new year, let’s not squander all the progress we made in 2022. Let’s not let the progress we made in be lost. Instead, let us keep moving forward and focus on the digital market trends for tomorrow. Specifically, I recommend keeping a close eye on AI developments such as GPT-4, collecting more precise personalized user data, creating mobile-first content (and especially short video content) and incorporating interactive media into your content strategy. If you are able to keep up with these trends, you will be better than your competitors. If you want to stay in the game, being on top of these trends is no longer an option.